Fashion brand H&M has unveiled its new short film as part of New York City Climate Week, designed in collaboration with an international team of digital artists.
Premiering today, the project aims to encourage and educate watchers on what they can do to add to the circular fashion industry, with the film focusing on the artistic journey of a garment’s circular lifecycle. Investigating the origins behind, the format enables the film to be shown in planetariums so viewers can be occupied in the digital experience.
Through a storyline centered on how apparel can live various lives through reuse, repair and remake, the project aspires to educate consumers on the value of clothing as a resource and the importance of care. It emphasizes the industry’s responsibility to develop sustainable design and production processes, and ways in which everyone can ensure they play a part in closing the lifecycle loop.
Starting on 21 September, Climate Week NYC brings together innovators in climate action through a number of discussions, showcases and presentations.
The film runs adjacent to H&M’s previously stated goal of becoming climate positive throughout its entire value chain by 2040, a target already worked towards through a number of sustainability strategies and initiatives carried out through the retailer’s operations and product lines.
The short film will be featured at a number of planetariums and museums throughout the US, as well as an intimate community screening in collaboration with Lower East Side Girl’s Club in New York. Viewers will also be able to participate in a sustainability workshop prior to the film premiere.